Selling to today's buyer course

Today’s client wants something different from sales people, and as a result, traditional sales approaches are proving ineffective. Most clients already know their needs and don’t want a sales person to laboriously ‘uncover’ them through a mass of open questions. The modern day client wants ideas and insights to help drive their business and this requires new thinking and a different approach to sales.

Course content

This interactive course will vary depending on your requirements, but as a guide, we will often cover these core areas:

  • Understand what works in today’s market-place and why
  • The modern client
  • Today’s decision making process
  • The new role for sales people
  • Objective setting for differing client mind-sets
  • Opening the client up – revealing in the gaps in client thinking
  • Challenging a client’s decision making approach
  • Teaching the client – using insights and storytelling to change perspectives
  • How to really differentiate your products and solution
  • Creating value propositions for a variety of options
  • Constructing a package around required results
  • Simplifying the message – results focused pitching
  • Closing the sale and handling objections


As a result of attending this course, you will be able to:

  • Understand what works in today’s market-place and why
  • Set clear objectives to move sales forward depending on the clients mind-set
  • Open up clients to help them understand their real challenges
  • Use story-telling to build rapport and uncover valuable client information
  • Plan and deliver insights that will change your clients thinking
  • Truly differentiate your products and solution
  • Construct effective packages around required results
  • Create simple pitches that clients buy into
  • Effectively close business and generate new revenue
  • Analyse the true meaning of objections and help the client overcome them

Who should attend?

Sales directors, Sales managers, Key Account Managers, Field Sales, Telesales.

We can deliver this course at your office for your whole team as a stand-alone course or as part of a broader programme. Please contact us for an initial discussion about how this can work best for you.

Alternatively, we will be putting on open courses based on demand. Please contact us to provisionally book your space.


This course is ideally set out over two days and is often part of a four day programme including negotiation, speeding up decisions, proposal writing and individual coaching.

Next steps

Please get in touch to find out how we can make this course bespoke to you and your business.